Project overview
The company was running paid marketing campaigns across various platforms. However, the existing tracking setup and pixel placements were not optimised, resulting in insufficient data collection and suboptimal campaign performance. This inconsistency in tracking led to missed opportunities and made it hard for us to maximise ROI.
Actions
- Implemented pixel placement tracking for the company’s website, specifically targeting the ads placements, as well as for Google Ads and Meta (Facebook). This ensured more accurate data collection.
- Defined, implemented and QA-ed Google Tag Manager tracking to crucial events, campaigns and pixels to efficiently capture user interactions and conversions
- Used advanced analytics to identify trends, analyse user behaviour, campaign performance. This enabled the creation of user segments for targeted marketing campaigns.
- Prepared in-depth analysis of marketing campaign performance, resulting in actionable recommendations for refining ad creatives, targeting strategies, and bidding practices.
- Recommended and executed 5+ A/B tests to enhance performance and ROI using Google Optimize and Firebase.
- Created an interactive custom dashboard using Tableau, enabling the main stakeholders to quickly see every campaign performance
Tools
Result
Due to the targeted campaigns and implementation of different AB tests, the company reached:
12%
increase in overall user base
20%
improvement on click-through rates
8%
improvement on conversion rates
almost 100%
improvement on ROI
15%
decrease on advertising costs